Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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A Purchase Is Not An Isolated Event

goal-250x187Why does the sales model merely focus on placing solutions when it’s last step buyers take during the buying decision process?
Would you ever jump up out of bed and say, “Geesh! I think I’ll just go out and buy a new car today! Maybe I’ll go to that dealership around the corner and see if there’s a pretty one!”
Would you ever come into work and announce:
“Guess what! I had an inspiration last night and bought all 1500 of us new CRM software from an ad I saw! They’re installing it next week! Hope you tech guys and users like it!”

If you were going to buy a new car, you’d get agreement from your buddies, do research, test drive some cars, peruse your budget, see about selling your current car. If you were going to buy your company software, you’d collaborate with the techies on whether now might be a good time to make changes, see how the new features overlap with existing software to handle implementation, and get buy-in and requirements from users.
The very last thing you’d do was make the purchase.

Pushing costs you sales and wastes time. You swoop in trying to be there the moment buyers are ready to finalize a choice. You try to get appointments with people who haven’t gone through their change management path yet. You waste time seeking the low hanging fruit.
Buyers must go down their decision path with you or without you. They start at the beginning, managing the full change process, not at the end where your solution comes in.
Let me teach you Buying Facilitation® and stop spending so much time, effort, and resource pushing information on the very last thing a buyer needs. Facilitate their buying journey. No, it’s not sales. But would you rather sit and wait for a few of them to show up? How’s that working for you?
This article is a scold: for goodness sakes, stop wasting so much of your time focusing on the very last piece of the buyer’s journey. Facilitate change first. Teach folks on cold calls how to think about systemic change. Then you can sell.

Buying Facilitation® works with sales to first facilitate change and then place solutions. Let me teach you the model. Sharondrew@sharondrewmorgen.com

A Purchase Is Not An Isolated Event is a post from: SharonDrewMorgen.com

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Sharon Drew Morgen is the visionary and thought leader behind Buying Facilitation® the new sales paradigm that focuses on helping buyers manage their buying decision. She is the author of the NYTimes Business Bestseller Selling with Integrity as well as 5 other books and hundreds of articles that explain different aspects of the decision facilitation model that teaches buyers how to buy.

Morgen dramatically shifts the buying decision tools from solution-focused to decision-support. Sales very competently manages the solution placement end of the decision, yet buyers have been left on their own while sellers are left waiting for a response, and hoping they can close. But no longer: Morgen actually gives sellers the tools to lead buyers through all of their internal, idiosyncratic decisions.

Morgen teaches Buying Facilitation® to global corporations, and she licenses the material with training companies seeking to add new skills to what they are already offering their clients. She has a new book coming out October 15, 2009 called Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it which defines what is happening within buyer’s cultures (systems) and explains how they make the decisions they make.

Morgen has focused on the servant-leader/decision facilitation aspect of sales since her first book came out in 1992, called Sales On The Line.
In all of her books, she unmasks the behind-the-scenes decisions that need to go on before buyers choose a solution, and gives sellers the tools to aid them.

In addition, Morgen changes the success rate of sales from the accepted 10% to 40%: the time it takes buyers to come up with their own answers is the length of the sales cycle, and her books – especially Dirty Little Secrets – teaches sellers how to guide the buyers through to all of their decisions, thereby shifting the sales cycle from a failed model that only manages half of the buying cycle, to a very competent Professional skill set.

Morgen lives in Austin TX, where she dances and works with children’s fund raising projects in her spare time.